1. Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Building a Website with WordPress Fall 2013ImpactOnlineMarketing.com

2. Welcome to This Course About the course About your instructor About you! Course resources ImpactOnlineMarketing/sell-wordpress Karen’s contact: karen@impactonlinemarketing.com (406) 529-8931 Fall 2013ImpactOnlineMarketing.com

3. Why WordPress? WordPress.com vs. WordPress.org Hosting Ownership of content Benefits of WordPress Content Management System (CMS) Manageable learning curve Open source – plethora of plugins, tools, training Very flexible Huge adoption (25%+) – easy to find help! Fall 2013ImpactOnlineMarketing.com

4. My Approach Blueprint comes before construction Driving to Orlando requires a map Strategy needed before building a site Planning on front-end heads off frustration & disappointment on back-end Fall 2013ImpactOnlineMarketing.com Why we’re not diving right into building

5. Steps for Building a Website Fall 2013 The 3 legged stool Technical Design Marketing Why so many websites are “failures” See 12 Steps handout (find it online) ImpactOnlineMarketing.com

6. Step 1: Site Objectives Know where you are headed and why? Making sales of products Developing leads Capturing email addresses for a mailing list Earnings from Adsense / affiliate programs Etc… Develop your goals Fall 2013ImpactOnlineMarketing.com

7. Step 2: Determine Demand Important if you are building a revenue site Is there sufficient interest in your topic? Is there potential for enough traffic to return a positive ROI on your time and monetary investment? Likely won’t apply to most of you here Fall 2013ImpactOnlineMarketing.com

8. Step 3: Keyword Research What is a keyword? Identifying best keyword vital to getting found “Best” keywords: Sufficient search volume to bring site traffic Not too much competition (need to find words that have a good chance of ranking well) More on keywords later… Fall 2013ImpactOnlineMarketing.com

9. Step 4: Competitive Review What are your main competitive sites? Which keywords are they trying to optimize? What are they not doing well? You can capitalize on things they are missing After doing keyword research: Visit sites that are ranking well for best keywords Visit those sites’ ‘source code’ to “sleuth” Fall 2013ImpactOnlineMarketing.com

10. Step 5: Build a Site Map Identify number of pages your site needs To cover content you need To leverage “hot” keywords Select primary navigation tabs What visitors are most likely to want to find Align your best keywords to main nav pages Organize secondary pages under primary tabs Fall 2013ImpactOnlineMarketing.com

11. Step 6: Develop Page Blueprints This is your outline for each website page Goals Primary keyword Proposed URL extension Proposed page title Proposed page description Proposed content (bullet points / outline only) Proposed photos, graphics, other “additions” Fall 2013ImpactOnlineMarketing.com

12. Step 7: Copywriting Use page blueprints to develop copy Ideally 250+ words per page Keyword used 1-2% density (1 - 2 times per 100 words) Use keywords in subtitles Use keywords in photo titles and alt tags One anchor text keyword is ideal Fall 2013ImpactOnlineMarketing.com

13. Step 8: Graphic Design NOW we’re ready to make the site “pretty” Select a theme that works well with your website goals Use colors and style consistent with your overall branding Do not use excessive flash Make sure site is consistent with offline look/feel The “F Factor” – where visitor eyes go Fall 2013ImpactOnlineMarketing.com

14. Step 9: Build Out the Site Develop the site by incorporating all the above Set up all pages and organize Add necessary and desired optional plugins Install desired theme Add in copy, graphic elements, etc. Develop parallel mobile site (22% access) Ideal option is to use a “responsive” theme that automatically resizes theme to fit mobile devices Fall 2013ImpactOnlineMarketing.com

15. Step 9: Build Out the Site Develop the site by incorporating all the above Set up all pages and organize Add necessary and desired optional plugins Install desired theme Add in copy, graphic elements, etc. Develop parallel mobile site (22% access) Ideal option is to use a “responsive” theme that automatically resizes theme to fit mobile devices Fall 2013ImpactOnlineMarketing.com

16. Steps 10-12: Marketing / Tweeking A word about SEO: 3 main types On-site (what we’ve been talking about) In-bound links Social validation SEO is NOT “set it and forget it” SEO is ongoing effort, especially with linking and social interactivity Fall 2013ImpactOnlineMarketing.com

17. Step 10: Off-site SEO Inbound linking Focus on links from “important” sites (PR 2+) Page rank of sites is like a Richter scale Link “exchanges” are worthless Takes time and patience Hiring “SEO” professionals can be dicey – many use tactics to rank you that can get your site in trouble with Google Fall 2013ImpactOnlineMarketing.com

18. Step 11: Site Promotion Site promotion goes beyond SEO Pay-per-click advertising (Google Adwords or Facebook) Online press releases Social media Email marketing Promote your online presence everywhere offline Other promotional tactics as applicable for your business and its unique goals Fall 2013ImpactOnlineMarketing.com

19. Step 12: Website Analysis Set up and use Google Analytics Monthly monitoring at a minimum Identify most visited pages Identify pages NOT being visited Know how long visitors are staying on your site Know what your ‘bounce rate’ is Know where you are getting your site visitors (organically, from PPC, referrals from other sites, etc) Explore other metrics that are important to your site Fall 2013ImpactOnlineMarketing.com

20. Keyword Research is VITAL Ideal keywords Sufficient volume Not too much competition Identifying volume Google Keyword Planning Tool Identify pages NOT being visited Identifying competition MozBar Need PA and DA to be equal to or less than 40 Need TWO pages on 1 st page of Google with this Fall 2013ImpactOnlineMarketing.com

21. Keyword Research is VITAL Ideal keywords Sufficient volume Not too much competition Identifying volume Google Keyword Planning Tool Identify pages NOT being visited Identifying competition MozBar Need PA and DA to be equal to or less than 40 Need TWO pages on 1 st page of Google with this Fall 2013ImpactOnlineMarketing.com

22. Build Out Your Site Map Planning your navigation Identify all pages you KNOW you need on your site Home page, About page, Contact page, Products page(s), Location info an map (if applicable), etc. Identifying pages to leverage keywords Build pages to get found by popular keywords Create a Site Map (navigation plan) Align a primary keyword to each applicable page Fall 2013ImpactOnlineMarketing.com

23. Build Out Page Blueprints Helps organize your thoughts Helps identify where your keyword is used Helps you know where you have sufficient content and where you still need more Written content Graphics, photographs, charts, maps, etc. See sample blueprint page on website ImpactOnlineMarketing.com/sell-wordpress Dermatology EMR page (sample) Fall 2013ImpactOnlineMarketing.com

24. Homework for Next Week Do keyword research and select 5-7 strong keywords to use on your site Select a domain name (do not buy yet) Discount code available in class for $.99-$2.99 Prepare your Site Map We will set up your site and use site map to start setting up pages next week Be prepared to purchase hosting in class Valid debit / credit card Fall 2013ImpactOnlineMarketing.com